The Press: Quartet of Newcomers

It is the best of times for the U.S. magazine industry. Circulation last year was up 16% over 1975 and advertising pages were ahead 17%; this year is expected to be as good. So cheering are the figures, in fact, that publishers are falling over themselves to launch new magazines. The trade monthly Folio counted a record 334 new ventures in 1976, and 108 so far this year. Since the demise of Life, Look and the Saturday Evening Post as mass-circulation magazines, however, most recent enterprises have been aimed at narrower slices of the...

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